The Power Of A Press Release

Transcription

1 The Power Of A Press Release

2 Top Ten Reasons to Create a Press Release 1. Announce a new product or service. 2. Announce a special event, seminar or speaking engagement. 3. Announce recognitions and awards garnered by your company or your employees. 4. Share community service donations, involvement or events, from your company or your employees. 5. Share company growth, promotions within, and how it affects the reader audience. 6. Share company improvements office expansion, certifications, new health plan, etc. 7. Share company milestones anniversaries, sales figures, corporate certification or association anniversaries 8. Announce the creation of a new communications channel, blog, newsletter, website, branding, etc. 9. Share an innovative use for your products and services and your client s success with it. 10. Comment on a current trend in the news and how your company is responding.

3 2 Different Types of Press Releases SEO Press Release (search engine optimization) Traditional Press Release It can be the same news just written a little differently

4 SEO Press Releases Helps Your Website Get To The Top Of Search Results Can Drive Traffic To Your Website Press Releases Also Get Found Online Gives You Something To Talk About On Social Media

5 SEO Basics Keywords - Find out what keywords are being used by people searching online. Backlinks - Get links to your website from other credible relative websites, these are like votes in Google s eyes. Measure Results You cannot improve what you do not measure.

6 Keyword Resources Google Keyword Tool - How Many Competitors? - Do a Google search allintitle: keyword Use Good Keywords Use specific niche or localized keywords

7 Google Keyword Tool Example

8 Keyword Research Results Keyword Google Searches (Monthly) hair salon hair stylist 8100 hairdresser 4400 beauty parlor 720

9 Click To Visit Title Media Contact Summary Body Anchor Text Link About

10 Press Release Title Must be under 100 characters (with spaces) Should include one keyword Must be newsworthy and not salesy

11 Press Release Subtitle/Summary Must be less than 240 words Should include 2 keywords Should make me want to click through

12 Press Release Body Should be around words Should include 3 keywords Copy must not be opinionated or promotional, but factual Written in 3 rd party, they not we Can contain 1 or 2 quotes

13 Press Release About The Company Company Name Word Company description including 1-2 keywords Link to website full

14 Anchor Text Links The keywords that are linked are called anchor text links Example: Karen has been a Naperville freelance writer for over 15 years. Helps her own website rank better for the keyword Naperville freelance writer You usually have to pay for up to 3 anchor text links

15 Press Release Media Contact Media Contact Name Company Name Physical address Website URL address Phone Number

16 Online Press Release Sites onlineprnews.com dbusinessnews.com prlog.org i-newswire.com seenation.com openpr.com pressmethod.com pressreleasepoint.com free-press-release-center.info pr-usa.net

17 Press Release Distribution Results

18 After Your Press Release Is Live Share on Social Media Profile sites: Facebook, LinkedIn, etc. Share on Social Media Bookmark sites: Digg, StumbleUpon, etc. Add it to local online sites like newspapers, chambers, publications Ping it pingler.com, pingomatic.com, pingmyblog.com Write a blog post about your latest news and link to it Add your press release to your website (change at least 30% first) Set up Google Alerts

19 Press Release Services Pricing Press releases are part of all of our SEO campaigns Write and distribute an SEO optimized press release to 10 sites - $250 Press release distribution only - $70 Rewrite a press release and distribute - $160

20 Introducing Karen Dix

21 Press Releases for Traditional Media.

22 Local Print Media Trade Print Media Broadcast Media All need content!!

23 Why Traditional PR? Content to Share Bragging Rights/Third-Party Endorsement Builds a Relationship Different Channel for your message

24 Contact Info

25 Design & Promote in Naperville Magazine Always Include Image

26 New and Old Info Included Contact Info

27 Difference Between SEO and Traditional Press Releases More targeted content Keywords not essential Loss of control over content distributed Relationship with the media

28 TRADITIONAL PR GOLDEN RULE: Know your audience! What do they want? Check the website for: Contact Name Submission Requirements Content Format Deadline

29 Release Date News Location Headline will Present News Angle Who, What, Where, When and Why Brief and Concise ( words/as close to one page as possible) Proofread Media Contact Include Image The Traditional Press Release Format

30 Release Date FOR IMMEDIATE RELEASE January 26, Media Contact News Location Targeted news angle in headline Naperville Learning French With Unique One-On- One Instruction (NAPERVILLE, IL)--Children, teens and adults in the Naperville area are becoming increasingly fluent in French, thanks to the unique one-one-one approach to instruction by Naperville-based Anne Cottez- Jones of NaperFrench. While children and teens typically learn French in a group setting, I believe the best progress can be made one-on-one, she said. Cottez-Jones is a native of France who settled in America about 20 years ago. She began offering one-on-one tutoring in 2004 after personally observing the challenges of teaching French to children in a group setting. French can be difficult to speak and students are often intimidated to try in class for fear of making a mistake, she said. At NaperFrench, they are given individual instruction. They gain confidence and I can hear and correct their accent too. Cottez has constructed her own curriculum which fully immerses her students in speaking and listening so they get as much practice as possible within their lesson, which is typically an hour-long session held once a week. Cottez-Jones currently tutors about 42 students made up of children, teens and adults. Each group has a different expectation from French tutoring. The children who come to me usually have parents who are bilingual and believe it is important to learn another language, she said. They have taken a group class elsewhere and now want more intense instruction. The teens at NaperFrench may be struggling through a foreign language requirement needed to get into the college of their choice. Cottez-Jones supplements her instruction with games and topics of discussion of interest to the teens. Most teens start coming to me because they are getting low grades in their French class. It s great to see them bring in their A s, then still want to keep coming to class because they think it s so fun! she said. Who, what, where, when and why in first paragraph Quote from source to support news angle Quotes keep people reading!!

31 There is also a rising population of adults enrolling in her classes. They aren t doing it for travel or business, Cottez-Jones said. They are doing it for themselves. Sometimes all they wanted to do was learn French and now they have time to do it. Supporting information of general interest Signal end of document In addition to being a fun thing to do, learning French is also good for the mind at any age, said Cottez- Jones. An article in the New York Times stated that bilingualism actually makes you smarter. Learning another language develops the part of the brain that helps us problem solve and monitor our environment when many things are competing for our attention. The article also cited a study about bilingualism and the onset of dementia and Alzheimer s which concluded that the higher the degree of bilingualism in the subject, the later the age of onset. For more information about Anne Cottez-Jones and individual French tutoring in Naperville see naperfrench.com. ### About NaperFrench: NaperFrench offers individual and customized French language tutoring by native speaker Anne Cottez-Jones. Cottez-Jones offers full immersion instruction for children, teens and adults. To learn more, contact Anne at naperfrench.com. Company Background 2

32 Tips for Writing a Press Release 1. Strong, Catchy Headline. 2. Who, What, Where, When and Why in first paragraph. 3. Focus on the News Angle. 4. Most Important News First 5. Be Objective 6. Write in Third Person. 7. Use Quotes. 8. Be Interesting. 9. Perfect grammar and spelling 10.Limit jargon. 11.Double Space. 12.Have someone else read it.

33 1. Creating the Media List 2. Create a Press Release 3. Submit the Press Release 4. Follow-Up 5. Thank the Media Labor Intensive? Yes! The Traditional PR Process

34 Creating the Media List.From Scratch..Using Software

35 Special Sections

36 Editorial Calendars

37 Building Relationships with Reporters Social Media Networking Personal Contact Compliment and Say Thanks!!

38 Submitting Articles Submit in the format they want.either: Through submission Portals Individual Submissions

39 Electronic Press Release An electronic press release is an electronic version of a press release, usually consisting of usable video footage for use by the broadcast media. Usually part of a complete electronic press kit.

40 Submitting Articles

41 Submitting Articles

42 Using Software Vocus Cloud Marketing Software - Media Data Bases - Targeted Media Distribution - Tracking and Analytics

43 Using Software CISION SOFTWARE -- Media Database -- Newsroom --Tracking -- Analytics

44 Tracking Traditional PR Success Call, and schedule your own monitoring Media Tracking Software Google Alerts Search

45 Resources & Portals Daily Herald Business Ledger Kim Mikus, Editor herald.com Richard R. Klicki, Dir. Content Dev. Glancer Magazine Portal Naperville Magazine Mark Zonca, Editor Naperville Sun Trib Local

46 Our Contact Info Bruce Jones Karen Dix Design & Promote Big Ideas Writing